行銷理論學派的演化及近來研究趨勢之分析—以Journal of Marketing之1991-1997之文獻為例

The Evolution of the Theories of Marketing School and the Analysis of New Research Trends-A Study of the literatures in JournaI of Marketing from 1991 to 1997

洪嘉良(Chia Liang Hung)

《Asia Pacific Management Review》 3卷2期 (1998/12) Pp. 129-147

https://doi.org/10.6126/APMR.1998.3.2.03

摘要

本文的主要目的在於區分各行銷理論學派的形態，並比較彼此之主要特質、理論導向，建立一套概略的分類準則，而以此準則對近來在行銷期刊上的研究進行分類。本文除了指出各學派當前新的研究課題之外，並企圖找出學派之間的演化消長情形，作者的研究發現各學派之間實有互相交流而共同演化的趨勢，其中管理學派的策略導向儼然成為行銷研究的演化主軸，而機能學派與系統學派之間、機構學派與組織動力學派之間、社會運動學派與總體行銷學派等亦逐漸匯流。同時本文並試圖描繪出各學派之間的可能演化方向。

關鍵字

行銷學派 ； 演化 ； 分類

並列摘要

The purpose of this study is to develop a classification scheme by tracing the patterns of the schools of marketing theories and comparing the key characteristics and orientations between them and use this scheme to classify the marketing researches in the Journal of Marketing. In this paper the author identifies the new research topics as well as the evolutionary successions of these schools of marketing theories. The author finds that the managerial school somehow has been the mainstream among the marketing schools and there exist the inter-nutrition and co-evolution among them, e.g., the functionalist co-evolves with the system school, the institution co-evolves with the organizational dynamics school, and the activist co-evolves with macro-marketing school, etc. A projection of development directions of these marketing schools is also suggested in this paper.

並列關鍵字

marketing schools ； evolution ； classification

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